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Advertising Management in a Digital Environment: Text and Cases - Tapa blanda

Kelley, Larry D.; Bartel Sheehan, Kim

 
9780367620745: Advertising Management in a Digital Environment: Text and Cases
Tapa blanda
ISBN 10: 036762074X ISBN 13: 9780367620745
Editorial: Routledge, 2021

Sinopsis

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.

Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning.

This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA.

Kim Bartel Sheehan is Professor and Director of the Master’s in Advertising and Brand Responsibility at the University of Oregon, USA.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2021
Idioma
Inglés
ISBN 10 
036762074X
ISBN 13 
9780367620745
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
202
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania